Frazeologinių junginių vartojimo ypatumai reklamose

LTKadangi svarbus vaidmuo reklamoje tenka vaizdui, todėl ir joje esantys frazeologizmai bei liaudies posakiai taip pat susiję su reklamos vaizdais, yra jų stiprinimo priemonė. Patarlės ir frazeologizmai leidžia išvengti abstraktumo, nes jie reikšmės požiūriu yra ekonomiški, kompaktiški, taip pat paveikus frazeologizmo perkeltinės ir tiesioginės reikšmės derinimas, ypač kai tiesioginė reikšmė reklamoje išreikšta tam tikru vaizdu. Toks kontrastas reklamoje yra įtaigus, patraukiantis reklamos vartotojo dėmesį. [Iš leidinio]Reikšminiai žodžiai: Ekspresyvumas; Emocingumas; Emocinį komponentą turinčios vaizdingos idiomos; Frazeologizmai; Modifikacijos būdai; Patarlės ir priežodžiai; Reklama; Stilistinės išgalės; Stilistinės išglės; Uzualieji ir okazionalieji frazeologizmai; Vaizdingumas; Advertisement; Advertisements; Emotional and imaginative idioms; Expressive, emotional and imaginative idioms; Expressivity; Phraseological units; Proverbs and sayings; Stylistic resource; Usual and casual phraseological units; Visual advertisements.

ENPhraseological units, such as proverbs and sayings, are the part of our language and culture. World-view, customs, religion and history of the nation reflect in these idioms. Using idioms in various discourse, texts make us see how the language is born and builds up. Many phraseological units can be found in many writings. But these fixed, definited meanings, expressive, emotional and imaginative idioms are used not only in literature. They could be found in the press, be heard watching TV, radio and in our daily speech. The purpose of this paper is to analyse characteristics of using phraseological units in the press advertisements, what kind of these idioms could be found and what pattern of renewal is used by the maker of advertisements (that is nonce-word usage). In advertisements, usual folk idioms and phraseological units are mostly found. The usual usage includes units with an unchanged grammatical structure and meaning, nonce-words - phraseological units and idioms with changed grammatical structure, meaning and semantic. The patterns of usage may be various: changing components, skips, amplifications and effecting the pattern of usage, when an idiom is amplifying in the wide contexts. Nonce-word usage tells about creative resources of speaking or writing persons, unusual patterns of suggestive thoughts and intensification, the possibility of using phraseological units and sayings. The usage of phraseological units and idioms in advertisements is intercom nected with the visual aspect, because the press advertisements strive to affect persons through figures, colours and so on. People get most information by watching things.Visual advertisements are one of the most usual patterns to impart information, because the person needs least energy to perceive the visual. Leastwise one visual element in the advertisement must affect the consumer undeliberately. Consequently, a proverb, saying or phraseological unit used in advertisements could confirm the visual aspect. When analysing the usage of phraseological units and idioms in advertisements, attention should be given not only to advertising the visual aspect, but also to seeing the visual aspect of phraseological units and their relations. [From the publication]